IKEA_Customer Behavior
Download as PPTX, PDF5 likes1,218 views
Group E presented on IKEA and its global marketing strategies. IKEA was founded in Sweden in 1943 and today has over 130,000 employees and 301 stores across 37 countries. IKEA is known for its modern furniture designs, do-it-yourself approach, and inviting showrooms. The presentation covered IKEA's 7 steps of consumer purchasing, store design, culture, and answered questions from the group.
![[ hā dō ]
Hej da!
That’s how we say good-bye in Swedish.
Thanks for visiting, see you soon!](https://image.slidesharecdn.com/ikeagroup-140611212447-phpapp01/85/IKEA_Customer-Behavior-31-320.jpg)
IKEA_Customer Behavior
- 1. GROUP E LUJIA CHEN JIEQI CHEN XINYI LIU YING LI RHEA BECHER WELCOME TO
- 2. Super ladies@IKEA Rebecca Li & Crys Liu Angel Chen Katie Chen Rhea Becker
- 4. What one buys Motivation for buying Frequency of purchases Brand loyalty Price range Brand knowledge Consumer Diary
- 5. FOUNDED IN 1943 IN SWEDEN BY INGVAR KAMPRAD Introduction
- 6. 130,000+ EMPLOYEES AROUND THE WORLD Introduction
- 7. Introduction TODAY IN ABOUT 40 COUNTRIES NO. 10 ON THE LIST OF WORLD’S MOST VALUABLE RETAILER WITH $33 BILLION PER YEAR
- 8. Introduction KNOWN FOR ITS MODERN DESIGN, ITS DO-IT-YOURSELF APPROACH, ITS INVITING SHOWROOMS, ITS INTEGRATED MARKETING, AND, WELL, ITS MEATBALLS
- 9. Exposure • Mass media TV Online Social media Billboards Bus • Word of mouth
- 10. ATTENTION • Colorful furnishings • Holiday’s interior decorations • Various kinds of music • Large buildings with their eye-catching logo
- 11. • Paris subway station • Billboard at New York roadside • Inside the buses • Street corners • movie theaters • Etc. • IKEA's apartment everywhere --- high-traffic spots ATTENTION
- 12. Perception • IKEA is well known for designing its stores in a purposely confusing and engulfing fashion. • The store atmospherics offer a range of sensual experiences. So comfortable！ I can touch it！
- 13. • Yellow+Blue--- eco-friendly--- fresh and healthy lifestyle of Sweden • Passion/Carefulness/ warmness • The Chinese translation has a profound implication. It comes from an idiom that means making a harmonious and orderly home. Perception
- 14. • Memory • Highly memorable ads • Reality TV with Fix This Kitchen • Repetition effects • Different promotional themes each month • Membership program Learning
- 15. • Cognitive learning • Well-design showrooms---ideal lifestyle or layout • Do-it-yourself philosophy • Discrimination • Well-design • Lower price Learning
- 16. Attitude DIY Durable Good Quality Money Saving Lifestyle ...... Satisfaction Perception to the brand vs. Perception to self-image
- 17. IKEA is an expert on triggering consumers’ purchase impulse. Action
- 18. Post-purchase 24 hour / 7 day call service “It's ok to change your mind” --IKEA Return Policy "Love it or Exchange it" --IKEA Mattress Return Policy IKEA Membership – 191 million IKEA catalog in 27 languages and 54 editions Advertising
- 20. A grand total of 301 IKEA stores in 37 countries/territories Multicultural Marketing
- 21. Multiple languages on the homepage of IKEA Multicultural Marketing
- 22. Adjust the website layout design to the local culture Multicultural Marketing
- 23. The food in IKEA also adjusts the local culture Classic Swedish Meatballs IKEA manu in Mid-East countries Multicultural Marketing
- 25. Conclusion Restaurant means more time spent in store
- 26. Try out the furniture Conclusion
- 27. Customer service: play areas; loyalty programs Conclusion
- 29. Do-it-yourself: a unique approach Conclusion
- 31. [ hā dō ] Hej da! That’s how we say good-bye in Swedish. Thanks for visiting, see you soon!